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Liverpool have discovered how much their deal with Nike earned them in the 2023-24 season after UEFA’s latest European Club Finance and Investment Landscape study was published this week.

The Merseyside giants are widely expected to end their association with American sportswear giant Nike when their current deal expires, with numerous reports suggesting a return to German manufacturer Adidas is on the horizon.

According to reports, Liverpool’s partnership with Nike will conclude on June 30, 2025, with Adidas scheduled to take the reins beginning July 1, 2025.

The anticipated switch would mark a homecoming of sorts for Liverpool, who previously partnered with Adidas during two separate periods in their history – from 1985 to 1996 and again from 2006 to 2012.

The new deal is reportedly set to span five seasons, running until 2030, though neither the club nor Adidas have officially confirmed these arrangements.

But in Liverpool’s second-last year with Nike as their kit supplier, it’s been revealed that the Reds raked in a pretty penny.

According to UEFA’s latest European Club Finance and Investment Landscape study, Liverpool generated a remarkable £122.8 million from their Nike deal during the 2023/24 season

Credit: UEFA

This impressive figure places Liverpool joint-fourth in Europe for kit and merchandising revenue, tied with Manchester United.

Only heavyweights Real Madrid (£164.8m), Bayern Munich (£143.8m), and Barcelona (£143.8m) earned more from their respective kit deals last season

The £122.8 million represents a significant increase from the previous campaign, with Liverpool’s kit revenue rising by £9.7 million compared to the 2022/23 season, when they earned £113.1 million according to earlier UEFA reports.

When Liverpool initially agreed their five-year contract with Nike in 2020, eyebrows were raised at the comparatively modest base rate of £30 million per season – especially considering this represented a reduction from the £45 million they had previously received from New Balance.

However, the Nike deal was structured differently, with a heavy emphasis on royalty payments rather than guaranteed income?

The agreement included a significant percentage of sales for kits and other merchandise – offering a more exponential and dynamic arrangement.

While the income from the Nike deal ranks highly in Europe, the club recorded a £57 million loss before tax during 2023/24.

These escalating costs, primarily attributed to higher player and staff wages along with increased operational overheads, ultimately pushed the club into a posting a loss despite overall revnue growth.

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